Case Study | EDM enhancement for Constar
EDM or Electronic Direct Marketing (also referred to as Email Marketing) is the strategy used by businesses to reach out to targeted potential customers through online channels, usually emails, to build personal relationships, generate leads and increase sales.
A
medical and health industry company, Constar, asked us to have a look at their EDM. See how we improved their open rates, generated leads and kept their branding consistent.
The Client
Constar is a family owned business established in 2005 in Nambour. This, now international, company manufactures equipment and disposable and reusable materials for healthcare facilities and hospitals.
They came to Visual Targets through referrals and were looking for a designer to help them to keep up with their growing customer base. They had won a Queensland health contract in their first year of operation and since then, their client list kept growing without a definite digital marketing strategy.
After updating their website, it was time to use their large email list to advertise their increasing range of products.
Our objectives were:
- Showcasing their large range of products
- Showcase value and educate audience on the products
- Increase the open rates and conversion rates
- Keep consistency in the posting schedule and branding
“help them to keep up with their growing customer base”
The Challenges And Opportunities
1- A dormant emailing list & targeted EDM
Previous to our intervention, Constar’s email strategy was very much a shot-gun approach and hoping for the best.
This made little conversions and a high rate of unsubscriptions as the message wasn’t targeted to each audience. Indeed, their customers have very different professions and profiles: doctors, hospitals and dentists.
During the course of developing their EDMs, we worked with them to expand their customer professions and profiles to include Veterinarians and some other related industries within the overall medical industry.
What we did:
We started by segmenting the emailing list. We broke it down into countries and types of audience. And we organized ourselves to be able to manage multiple versions of the same EDM.
2- The content: stop the scrolling, capture their attention
There’s an infamous rule when creating an email: the 12 seconds rule. It represents the average time people spend reading an email.
Our job was to find a way to capture our audience’s attention. And how to do just that? By delivering value to our readers and using it to make a sale.
It’s a fine balance; too pushy and you’ll lose your subscribers, not enough and you’ll lose engagement.
What we did:
We delivered informational and educational content on the new range; mini documentaries on renewable and biodegradable products – a very hot topic in the industry right now.
We also made sure that the content advertised in an email or a banner was available. This makes for a user-friendly pathway, and it avoids frustration and a negative feeling to be associated with the brand.
We also followed the branding style guidelines (fonts, colours, size) to keep the brand consistent and inspire trust.
3 – Our relationship with the client
Constar has been our client for more than a year and this is really helpful; when you are as familiar with the brand and the products as we are, it is easier to come up with the ideas, and it takes less time to create an EDM.
The Results
Our client was enthusiastic about the segmentation of their audience into lists for targeted products and key messaging.
We saw an increase of 20% in open rates, retained 90% of their original dormant emailing list, and saw a significant increase in sales that we can track back to the opening of the emails.
It bears repeating that digital marketing is an on-going process and EDM should be part of a global digital marketing plan that runs monthly.
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